Manchester United partner with digital agency

Marketing magazine is reporting that Manchester United has teamed up with digital agency SapienNitro to design a new 'branded global social network and media outlet.'

Marketing magazine is reporting that Manchester United has teamed up with digital agency SapientNitro to design a new 'branded global social network and media outlet.'

According to Marketing, the company will handle all aspects of the Premier League club's digital strategy, with a particular focus on the team's Asian fanbase, as it attempts to slowly implement its global digital platform over the next two years.

SapientNitro already has ties to professional soccer in England and in August of this year signed a multi-million pound deal with the Football League Interactive (FLI) to develop the official websites of 86 professional soccer clubs - 65 Football League, nine Premier League and 12 non-league teams.

It is thought that Manchester United's expanded digital offering will include exclusive video content including clips from the team's official television channel, MUTV.

As one of the biggest brands in world sport, much has been made of Manchester United's relatively limited digital offering. Though the club currently has over 20 million fans on Facebook it has no official Twitter account and ranked eighth in Lewis Communications' recent list of the most social media savvy Premier League clubs owing to the limited interaction between Manchester United and its fans.

So far both Manchester United and SapientNitro have declined to comment on the agreement.